NGL Studios at IAB Digital NewFronts: Representing Latino and Multicultural Millennials

What: The IAB has announced NGL Studios, part of NGL Media (co-founded by actor John Leguizamo), will be participating at the 2017 Digital Content NewFronts in New York City, where it will be presenting original digital content programs and platforms for U.S. Latino and multicultural millennial audiences, and advertisers seeking to engage them.
Why It Matters: NGL Studios joins other first-time presenters such as Twitter,, MediaLink and others, but will be the lone NewFront presenter this season to focus solely on the Latino and multicultural market segments.

The Interactive Advertising Bureau (IAB) has named NGL Studios to the lineup for the 2017 Digital Content NewFronts. Since 2012, the NewFronts have been digital media’s answer to the television upfront presentations, with the hope of attracting ad dollars away from traditional media.

The NewFronts have brought top-tier digital media producers such as Google, Disney and Hulu together with the advertising community. NGL joins over 30 companies slated to pitch clients and agencies this year. Other presenters include AwesomenessTV, Bloomberg Media, Business Insider, Condé Nast Entertainment, Defy Media, DigitasLBi, Group Nine Media, Hearst Digital Media, the New York Times, Time, Inc., Turner and Vice Media.

This year’s NewFronts take on special significance, as for the first time, total digital revenue surpassed traditional television. In a white paper released this month, the IAB reports digital spending grew 22 percent in 2016, capturing $72.5 billion in advertising revenue. Traditional television brought in $71.2 billion last year, according to eMarketer.

NGL Studios hopes to capitalize on digital video’s rapid growth by offering insight around the elusive Latino and multicultural millennial audiences, who together represent nearly half of the highly coveted millennial population in the U.S.

“43% of all millennials come from multicultural backgrounds,” says NGL CEO David Chitel. “You can’t reach 18-to-34 year olds anymore without paying close attention to Latinos and other ethnic segments who are also consuming and creating digital video content at higher rates.”

NGL Studios is part of NGL Media, which was co-founded by Chitel and Hollywood star, John Leguizamo, as recently covered in Adweek.

NGL’s holistic branded content programs are uniquely crafted to connect with Latino and multicultural millennial audiences who are as fragmented as the platforms through which they consume video, often toggling between formats and languages requiring a highly nuanced approach. In its NewFront presentation, NGL will dive deep into how this model works.

Special announcements will also be made about NGL’s forthcoming mobile-first platform that will be unlike anything in the multicultural marketplace, as well as mainstream celebrity-driven projects designed to appeal to culturally-diverse digital audiences.

Fortune 500 advertisers including P&G, Ford Motor Company, Diageo, Amtrak, Fiat Chrysler, PepsiCo and many others have produced original digital-first branded entertainment programs through NGL’s award-winning Studios division.

NGL Studios NewFront Presentation:
When: Friday, May 12th from 9am – 11am
(Light breakfast and refreshments served.)
Where: IAB Ad Lab
116 E 27th St
New York, NY 10016
Who: By invitation only.
First 10 people to CLICK HERE and register will receive special entry.
(RSVP’s are first come, first served, limited to 1 per person and non-transferable)



Feature Image: NGL Studios partners from L-R (CCO, Ben DeJesus, Partner, John Leguizamo, CEO, David Chitel and COO, Ben Leff)